This advice came in a message sent to members of the continental body by its president, Mr. Arik Karani.

The message which came in commemoration of the 2024 World Public Relations Day (World PR Day) and resonates with the theme of this year’s celebration,

“The Future of Public Relations in a Changing World”, noted that the unfolding reality of contemporary world signaled ‘unprecedented change and opportunity’.

The president stated that communication, analyses and strategies in PR such as “sentiment analysis, predictive analytics, automated content creation” are spheres where AI enhances the human agency and capabilities of the public relations practitioners and bolsters capacity for improvement in crisis communication, brand and stakeholder relationship management and otherwise complex issues.

In sounding a note of caution in AI utilisation, Mr. Karani, in a statement signed by Dr. Omoniyi Ibietan, the secretary general, APRA, urged PR practitioners in Africa to ensure that “the principles of transparency, accountability and inclusivity should guide our use of AI in public relations”, because PR practitioners have a duty to promote truth, bridge gaps and cultivate trust.

He reminded all members of APRA that those precepts are in congruence with the vision of APRA and promised the organisation’s dedication to advancing PR practice to foster promotional development, promote ethical standards to enhance the contribution of APRA to society through sustainable development of all sectors to drive social impact.

Karani, who is also the President of the Public Relations Society of Kenya (PRSK), appealed to APRA  members to be open-minded to explore the endless opportunities of AI as a force for good in public  relations so the profession can continue to play its central role in building understanding, enable dialogue and “creating a more connected and compassionate world”.

The Minister, in a statement over the weekend, said that establishing a degree-awarding academy for public relations practice in Nigeria, is a welcome development.

Similarly, Minister Idris has congratulated a Nigerian, Dr. Omoniyi Ibietan, as the newly elected secretary-general of the African Public Relations Association (APRA).

The new APRA Executive Council comprises Arik Karani from Kenya as President, Dr. Michele Mekeme from Cameroon as Vice President, and Dr. Omoniyi Ibietan from Nigeria as Secretary-General.

The Minister words:

“I welcome the Memorandum of Understanding (MOU) signed between the Nigerian Institute of Public Relations and the Global Alliance for Public Relations and Communication Management, to establish a degree-awarding academy for public relations practice in Nigeria.

“I equally welcome the recent election of a Nigerian, Dr. Omoniyi Ibietan, as the Secretary-General of the African Public Relations Association (APRA).

“Also worthy of note is the fact that Public Relations (PR) has now been designated as a cadre in the Federal Civil Service, with effect from December 2023.

“The Information Officer Cadre has been re-designated to ‘Information and Public Relations Officer Cadre’, and the Executive Cadre to ‘Executive Officer (Information and Public Relations)’. The NIPR played a critical role in championing this, and deserve commendation.

“Nigeria will continue to play a leading role in strengthening and elevating public relations practice at home and across Africa. Recently, when I received the President of the African Public Relations Association, Mr. Arik Karani, he commended Nigeria in this regard”, Idris said.

He added, “[Nigeria] was, for the longest time, the only country in Africa that had a law that professionalized public relations. It was Nigeria that started it on the continent, and only last year did Zambia come out with its own law. So now we have two countries on the continent, and only now in Kenya, the bill for professionalizing public relations is at the second reading in Parliament.”

“Rest assured that the administration of President Bola Ahmed Tinubu will continue to provide the enabling environment for everybody within Nigeria’s communications industry to thrive”, he said.

The Minister, also a Fellow of APRA, in a statement by Rabiu Ibrahim, his special assistant (Media), acknowledged the significance of the election for the advancement of public relations across Africa, adding that while it is a pivotal moment for APRA, the collective expertise, and leadership of the newly-elected Executive Council would be instrumental in attaining the long-term vision of the association.

The new APRA Executive Council comprises Arik Karani from Kenya as President, Dr. Michele Mekeme from Cameroon as Vice President, and Dr. Omoniyi Ibietan from Nigeria as Secretary-General.

Idris urged the new Executive Council to “continue the trajectory of reforms in APRA,” stressing the importance of expanding the democratic space by encouraging greater participation of national public relations institutions across the continent.

He highlighted the need for inclusivity and collaboration to strengthen the public relations profession in Africa.

The Minister also called on the Executive Council to work closely with the African Union Commission and the Council of Ministers to ensure that public relations remains central to policy formulation, programme execution, and project implementation.

“Public relations should be at the heart of policy, programs, and project implementation,” he stated.

He also extended his salutations to Dr. Omoniyi Ibietan, the head of Media Relations at the Nigerian Communications Commission (NCC), on his emergence as the Secretary-General of APRA.

“Dr. Ibietan is a thoroughbred journalist, public relations expert, and author, who is expected to bring his enormous wealth of experience to bear on APRA positively,” Idris said.

A seasoned communications expert with over 15 years of experience, Arik Karani is well-equipped to lead the association in promoting excellence in public relations across Africa.

Joining President Karani are:

– Vice President, Dr. Michele Mekeme from Cameroon, a distinguished PR academic and practitioner with 20 years of experience.

– Secretary-General, Dr. Omoniyi Ibietan from Nigeria, a seasoned communication expert with a strong background in public relations and strategic communication scholarship and practice spanning two decades.

Arik Karani, the Communication Lead for Community Resilience and Sustainability at the Wikimedia Foundation, brings a wealth of experience in stakeholder engagement, digital strategy, disinformation, and crisis communication. He has advised governments, civil society organizations, NGOs, and private sector entities, and has worked with the World Bank Group, the Government of Kenya, Child Fund International, and Amref Health Africa.

As President of APRA, Arik Karani will leverage his expertise to promote the development of public relations in Africa, foster collaboration among professionals, and enhance the reputation of the industry.

He will also work with the Ministers in charge of Communication and Information Technology sectors in Africa to advise on the implementation of the Digital Transformation Strategy for Africa under the Africa Union Agenda 2063.

“I am honored to lead APRA and contribute to the growth of public relations in Africa,” said Arik Karani. “I look forward to working with our members and partners to promote excellence and make a positive impact on the continent.”